Arla Foods, which claims to be the UK’s largest dairy cooperative, has appointed a new agency to handle its Anchor butter brand following a three-way competitive pitch.
Havas London saw off the other two in the process, which was initially led by Ingenuity, before being managed internally by the Arla Foods marketing team.
The agency has been briefed to develop a bold, new integrated campaign for the brand.
House 337 has handled the account since 2018, developing activity that has included the 2022 “Butter the Food. Butter the Mood”.
Anchor marketing director at Arla Foods Catriona Mantle praised Havas London’s “passion for disruptive advertising that breaks through category norms”, which she reckons plays a role in culture, and perfectly aligns with the brand’s ambition to significantly kick start fresh growth.
She added: “Anchor continues to be one of Arla’s well-loved butter brands and we have exciting ambitions to take Anchor’s marketing to the next level in the coming year, and so we took the opportunity to review our creative agency brief.”
Havas London CEO Holly Ripper said: “We’re absolutely thrilled to be partnering with Arla Foods on such a beloved brand.
“Anchor holds a special place in British hearts and kitchens, and we’re excited to bring bold creative thinking that does it justice.
“Catriona and Jonathan led a brilliant pitch process – collaborative, clear and creatively ambitious – and it’s already been a brilliant start to the partnership.”
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